The Work 2021 Contenders: Thinkerbell
Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2021 Contenders…
Bega Foods / B-Honey: The Purple Hive Project
Thinkerbell
The Purple Hive is an AI enabled, solar powered hive that is capable of detecting the Varroa Mite, a small yet devastating parasite that is decimating bee colonies around the world. Currently, Australia is the only inhabited continent without Varroa Destructor, and monitoring of the Mite is currently a painstakingly manual process. The Purple Hive works by scanning each individual bee that enters the hive. The AI algorithm can tell the difference between a bee carrying the Mite and a bee without. If a Mite is detected, an alert is instantly sent, providing an opportunity to stop the spread.
Lifeline Australia: 30 for 30 Campaign
Thinkerbell
Lifeline had reported that over 3,000 people per day were calling, seeking urgent help during the Covid-19 lockdown. This equated to roughly one call every 30 seconds. This observation unlocked our strategic idea, providing a sharp and powerful way of framing the issue. We decided to leverage corporate Australia to spread the message by asking major brands to donate their already purchased 30 second TV/ radio airtime to Lifeline. We filled this media space with bespoke spots which thanked the brands and asked Australians to make donations to Lifeline.
Furphy / Lion: The Unbelievable Kick
Thinkerbell
A furphy is a tall tale, often shared over a beer. And a Furphy is a beer, often consumed over a tall tale. This is how the ‘Unbelievable’ platform to launch Furphy’s first ever TVC. While ‘Unbelievable’ went live during the COVID-19, and beer penetration is experiencing a decline, the communications has already led to some unbelievable brand uplifts. Achieving awareness and brand attribution above the category norm as well as in comparison to motion campaigns with similar budgets and new creative. Furphy now sits at 73% brand attribution and there’s a greater association with Furphy and storytelling.
Binge / Streamotion: The Undoing
Thinkerbell
To launch The Undoing, a new psychological thriller starring Nicole Kidman and Hugh Grant, Australia’s newest streaming service, BINGE, took a small clue from an episode of The Undoing and turned it into an 18-storey oil painting that stood high above the Sydney skyline. As soon as the huge portrait of Nicole Kidman captured the attention of the nation, it began to come undone. The installation received coverage from every news network in Australia, reaching 405 million globally, with 100% binge branding. Subscriptions increased by 15% and The Undoing became the most watched show in BINGE history.
Klarna: K-Rated
Thinkerbell
Klarna is the world’s leading ‘buy now, pay later’ service that helps make your shopping experience as smooth as possible. In 2020 Klarna launched in Australia, a cluttered ‘buy now, pay later’ market. To encourage shoppers to try Klarna we needed every media channel to directly link to the app experience and get more than 50,000 new app downloads. We created Shopping Porn, censored everyday objects that invited users to scan them and remove the pixelation to unlock exclusive offers. Each pixelation was actually a unique QR code in disguise leading to individual shopping experiences.
NRMA Insurance: Invisible Fires
Thinkerbell
The ‘Invisible Fires’ campaign was born out of the desire of both organisations (NRMA Insurance and Lifeline Australia) to raise awareness of those still suffering the hidden (mental) trauma of the Black Summer Fires. To avoid ‘triggering’ negative emotions within those impacted by the fires we decided against using actual footage of the fires or showing the victims and instead adopted a more lateral approach to our content. The concept was to illustrate the connection between the physical fires and the mental trauma they had caused. At the heart of the campaign was a film which used both pre-existing and original MRI scan footage of a human brain experiencing trauma, this then morphed into a heat map of Australia showing the bushfire activity, this was accompanied by a moving poem written by a leading Australian musician.
Thinkerbell: Thrive@55
Thinkerbell
Our internship program Thrive@55 aimed to address the ageism within our industry and instantly garnered the attention of the industry with over 300 applicants in the first week, but also national attention as news caught wind of the program, featuring on radio, national TV and in press. But possibly the most influential aspect of this is the enquiries received from around the world on other agencies looking to replicate our program.
IAG NRMA Insurance: Climate Warriors
Thinkerbell
In the summer of 2019-20 Australia faced one of the worst bushfires in history, known as the Black Summer Fires. Climate change will only increase the severity and frequency of these natural disasters and as a leading insurer NRMA Insurance wanted to be proactive, better preparing the generation who stand to be most impacted. We met kids in the biggest game in the world and created the world’s first bushfire simulation. We used NRMA Insurance’s natural perils data to inform the games climate trends and used 29 million blocks to build a typical, coastal town in Australia- complete with local wildlife and vegetation. The game educated kids through challenges and drills inspired by real life disaster safety actions. The game saw over half a million downloads in the first week alone, equating to 26% of primary school students. It was approved as part of the Australian school curriculum through partnership with the Microsoft Edu-tech team. Arming students with the knowledge to better protect their futures.
Binge: The Walking Dead x Grill’d Brain Burger
Thinkerbell
BINGE – home to the world’s best shows and Grill’d Australia’s favourite home-grown healthy burger brand announced the release of a limited edition Brain Burger made with real brains. A fearsomely delicious collaboration to celebrate the return of Season 10 of the world’s most popular zombie series, The Walking Dead, The Brain Burger contains a panko crumbed and deep-fried lamb brain, wedged in-between a charcoal bun, topped with oak leaf lettuce, tomato, rhubarb, beetroot ketchup, and dripping in a specially-made ‘brainnaise’.
Binge: Binge x The Iconic ‘INACTIVEWEAR’
Thinkerbell
BINGE, Australia’s newest entertainment streaming service at the time, partnered with THE ICONIC to create ‘INACTIVEWEAR’ – a 19 piece collection of unisex, luxe-loungewear, designed to help you stay comfy on the couch, while staying on trend during lockdown. The INACTIVEWEAR campaign was developed by Thinkerbell who instigated the partnership between two of its existing clients: BINGE and THE ICONIC. The collaboration saw some of the world’s most fashionable, yet inactive models… mannequins, strike some relaxed poses while streaming some of the world’s best content on BINGE.
Vegemite: Tastes of Australia
Thinkerbell
Australia is a wonderful and truly unique nation. But more than anything, it is diverse. In fact, 49% of Australians were born overseas, and there are more than 300 separately identified languages being spoken in Australian homes.
To celebrate Australia’s diversity, iconic Aussie brand Vegemite has put the nation’s rich multiculturalism at the front and centre of the Australian landscape during Harmony Week. Vegemite has unveiled large-scale outdoor advertising across the nation with Vegemite’s classic ‘Tastes Like Australia’ headline translated into the top 10 most spoken languages in the country – Cantonese, Mandarin, Vietnamese, Arabic, Italian, Greek, Tagalog, Hindi, Spanish and English.
The final entry deadline for Campaign Brief’s The Work 2021 is Monday May 17. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email ricki@campaignbrief.com.
2 Comments
That’s a reasonable body of work
This is like five years of any other agencies best work, in one year.